That would, perhaps, be Millennial-speak for the more dated but culturally iconic “Have it Your Way.”

“We want to be talked about and connected to pop culture,” says Fernando Machado, senior VP of global brand management at Burger King Worldwide, in a phone interview. “We want to be an iconic brand way beyond quick-service restaurants.”

That, of course, doesn’t come simply. Especially for a brand that’s changed slogans about as frequently as it’s changed CEOs in recent decades.

Among past slogans (in no particular order):

– Aren’t you hungry?

– Your way right away.

– This is a Burger King town.

– Wake up with the King.

– We do it like you do it.

– The best food for fast times.

– Get your burger’s worth.

And, perhaps the most inglorious of all: “Where’s Herb?”

The new one, “Be Your Way,” immediately will be melded into all national and regional campaigns, Machado says.

It reflects the drumbeat Millennial theme of customization — which has been core to Burger King for decades. (Burger King says a Whopper sandwich, for example, technically can be ordered 221,184 different ways.)

For what it’s worth, BK’s had a decent first half of 2014 — with its stock up more than 9% over the first five months.

Just maybe the new slogan puts BK slightly more in tune with the more Millennial-friendly slogans at McDonald’s (“I’m Loving It”) and Taco Bell (“Live Mas”).